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Manila Bulletin devider Business devider Communications, marketing students enjoined to embrace authentic, purpose-driven storytelling

Communications, marketing students enjoined to embrace authentic, purpose-driven storytelling

Published Nov 10, 2025 11:12 am
This was the highlight of the panel “Live, Loud and Sponsored: The Future of Influencer PR” where (from left) Aboitiz InfraCapital Manager, Franz dela Fuente, social media personalities, Mark “Macoy Dubs” Averilla, Jako de Leon, and Meralco Vice President and Head of Corporate Communications, Joe “Manong Joe” Zaldarriaga, shared how valuable content drive sustainable partnerships that help organizations strengthen their brand image.
Manong Joe, who is a seasoned communications executive, shared his experience in Meralco as he pointed out how content creation helps the distribution utility communicate developments in the highly technical energy industry. Meralco brings more enlightenment to consumers and the general public by translating complex concepts into simple and relatable language across various social media platforms, he added.
The panel also tackled how content creation has evolved from transactional endorsements to collaborative engagements that build on share passion between brands and social media influencers.
“Find your passion, be authentic, and look for what keeps you alive every day. Be true to yourself and find what you can contribute to society that will create a long-lasting impact,” Manong Joe, who is also a PRSP Board Member, advised the students attending the event.
The National Student PR Congress and Grand Prix is a two-day flagship student event of PRSP that gathers college students and educators across the Philippines for an immersive experience of learning, collaboration and competition, equipping them with the knowledge and skills to excel in public relations.

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